The campaign aims to bring to life the occasions when individuals don’t want to be troubled by the hassle of driving themselves. The ads also aim to capture the relationships between South Africans and their cars.
"This campaign is not a global one that was localised, it was uniquely conceptualised and executed here in South Africa by Grey Africa," says Grey Advertising’s chief creative officer (COO), Fran Luckin.
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The adverts depict the moment where people break the news to their cars, that this time, they cannot come with them, followed by the reassurance of a reunion.
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